What the Traitors teaches us about trust (and terrible messaging)

January 2026: As the Traitors reached its dramatic finale, we unpack what reality TV teaches us about trust, perception and why even the strongest arguments fall flat without clear communication.

It feels like everyone I know is watching The Traitors, and I’m definitely here for the polite, oh-so-English backstabbing and, of course, Claudia Winkleman’s fringe being back on my screen on weeknights. After all, what else is there to spice up a bleak January evening?

As a self-professed lover of all things pop culture (yes, that includes Love Island) I’m also a big fan of those water cooler moments in the office. Isn’t it so lovely when we can all unanimously agree we loathe a particular person on reality TV?

And in as smooth a segue as I can possibly manage from what’s trending to the world of work, the show got me thinking about how central communication is to how we show up in the world. The way you communicate has huge implications for how people see you and whether they trust you.

The Traitors, more than anything, is proof of concept for PRs everywhere. You can have all the right information and be doing all the right things, but if you can’t communicate them clearly and convincingly, you’ll go badly wrong.

That’s not to say the role of PR is to spin, far from it. It’s about helping clients communicate the good, interesting and meaningful things they have to say about themselves and their industries.

Keep it simple, keep it consistent

Which brings me neatly to my first lesson from this season of The Traitors. I think we all let out a collective sigh when Harriet, the formidable ex-barrister turned crime writer (could you possibly think of a better combination for a Faithful?!), tied herself up in knots at the breakfast table when she accused Rachel of being a traitor. The irony of it all is that she was dead right – Rachel is a Traitor – but her argument was all over the place. She let emotion get the better of her, went back and forth on the different facts, and in the end, no one around the table bought it.

It’s exactly why we work with many of our clients to draw up clear, engaging POVs that act as the backbone of our comms programme. Keep your messaging simple, keep it consistent, and people will hear you.

Read the room

Lesson two. In PR, thankfully, you’re rarely at risk of banishment if people disapprove of you. But just like the Faithful need to read the room, brands need to understand how they’re perceived.

Media monitoring is key here – a good PR team can always give you a temperature check, helping brands gauge public sentiment and strengthening the external narrative before anything goes amiss. It’s a safeguard against awkward moments, like poor Roxy (incorrectly) voting for herself as the castle’s most popular player. Always know your real reputation, not your imagined one.

The importance of listening

Finally, there’s Stephen – my personal favourite to win. Calm, composed and quietly strategic, he’s the perfect example of how strong relationships build trust. He listens more than he speaks, reads people brilliantly, and never overplays his hand. It’s a masterclass in communication: know when to speak, when to pause, and when silence does the talking.

In The Traitors, success often depends on listening carefully and staying alert to subtle cues. The best PR campaigns work the same way – when you understand your audience and act on what really moves them, you rarely miss a beat.

So, if The Traitors teaches us anything, it’s this: communicate clearly, listen well, build trust. Reputation might not win you £120,000 – but in our world, it’s every bit as valuable.

By Niamh Meyer, Senior Account Manager